The frugal traditional

Family, church and community fill the lifeworld of this group. Their everyday life is characterized by simplicity and the desire to maintain the status quo.The frugal traditionalists represent the more rural working-class culture. As with the traditional middle-class, the lifeworld of the frugal traditional is dominated by an adherence to classical value patterns. There is often financial insecurity, but people are modest and content with what they have. Life goals essentially focus on spending a quiet and sociable retirement among like-minded people. In contrast to the traditional middle-class, this milieu is somewhat more cosmopolitan and also less materialistic. Status and social standing play practically no role in this segment. Classic hobbies also dominate leisure time behavior: handicrafts, hiking, watching TV, cooking or relaxing at home. The proportion of frugal traditionalists in Switzerland's total customer potential* is around ten percent, or around 63,000 people in Switzerland as a whole. The milieu has regional focal points in western Switzerland, but above all in Ticino, where 32 percent of the people surveyed are among the frugal traditionalists. The main age group is over 50, which means that there are also many women in this milieu. The frugal traditionalists are mostly married or widowed, with simple educational qualifications; they often have only an aborted vocational apprenticeship. In this segment, one finds many farmers, simple employees and workers, housewives and pensioners. As a result, the income level is also rather low: the focus is on the income classes up to 4,500 Swiss francs net.